ABC National Newspaper Round-Up: August 2012 – Sadly the Olympics Did Not Provide Dramatic Golds

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Source: Mediatel

Daily Market

The overall daily newspaper market was down -10.1% year-on-year (YoY) and -0.9% period-on-period (PoP) in August, with just one title enjoying an increase in circulation over the year. Independent‘s sister title, i, posted a 47.3% YoY rise during the month and now has a total circulation of 282,000 copies.

On a positive note, six daily recorded increases during the Olympic and Paralympic month: the Daily Telegraph (+0.5% PoP), i (+0.5%), the Scotsman (+6.5%), The Times (+0.9%), the Daily Mirror (+0.6%) and the Daily Record (+0.3%).

Of the quality daily titles, the Independent saw the biggest actual loss – down by 99,000 copies over the year, as readers seem to be migrating to its smaller and cheaper version (i gained more than 90,000 copies in the same period).

The Financial Times and the Guardian also posted the largest PoP losses in the quality sector in addition to high YoY decreases in circulation of 15.6% and 15.3% respectively.

Both mid-market titles, the Daily Express and Daily Mail, posted YoY and PoP declines, however the Daily Mail is still the second biggest-selling daily newspaper.

In the popular market, the Daily Mirror and Daily Record enjoyed small increases during the month but all four titles were down YoY.  Over the year, The Sun has seen the biggest actual drop (down by almost 293,000 copies) but remains well ahead of its daily competitors with a total circulation of 2.5 million.

London Free Press

In the London free press market, City A.M. is able to boast a 38.5% YoY increase, up by almost 36,000 copies. The newspaper now targets more commuters in the South and South West, and as a result the number of stations where  City A.M. is available  has now doubled.

Metro (London), which is distributed to around 775,000 people, is up slightly (1.5% YoY), while the London Evening Standard‘s total remains static.

Sunday Newspaper Market

All of the titles in our Sunday market analysis saw their sales fall over the year, however, some titles enjoyed an increase over July.

The quality market performed well in the month, with the Independent on Sunday, the Observer, Scotland on Sunday and the Sunday Telegraph all posting PoP increase in circulation. Only the Sunday times recorded a PoP decrease of 0.5%.

The Mail on Sunday and Sunday Express also saw their circulations rise in August – up 1.8% and 0.5% PoP respectively.

However, the Sunday Mail and Sunday Mirror were the only two red-tops to enjoy a PoP rise. The Daily Star Sunday, the People and The Sun (Sunday) posted PoP declines.

Over the year, the Sunday Mirror has suffered the biggest actual loss, down by more than 799,000 copies – losing its gains from the News of the World closure last year.

News International’s The Sun (Sunday), which has a total circulation of over 2.1 million, is the most popular Sunday title, followed by the Mail on Sunday (1.8 million copies) and the Sunday Mirror (1.1 million copies)

Looking To The Future

Despite almost universal YoY falls in print circulation, the most recent NRS PADD results show that media owners are for the first time recording their readership in terms of both print and digital platforms. As discussed in media bulletin article ‘Combined Print and Digital Readership Available for the First Time’,the emergence of multiple touch-point brands has resulted in print losses being counterbalanced by rises in online, mobile, ipad and tablet readerships, and as such, they should not be viewed as wholly negative.

In fact, it can be seen that some of those publications showing large print losses are the biggest winners in the digital arena – notable examples in the quality sector are the Guardian, whose 4.9 million online readers now comprise over half of the total readership, and the Financial Times who reported in July a 31% YoY increase in digital subscriptions to more than 300,000 in comparison with a 15.6% YoY decrease in print circulation.

Daily Titles

Daily Titles Mar 11 – Aug 11 Feb 12 – Jul 12 Mar 12 – Aug 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Daily Telegraph 631,113 576,902 577,746 -53,367 -8.5 844 0.1
Financial Times 357,472 305,408 299,627 -57,845 -16.2 -5,781 -1.9
Guardian 255,739 213,853 211,978 -43,761 -17.1 -1,875 -0.9
i 174,801 272,893 275,628 100,827 57.7 2,735 1.0
Herald (Scotland) 49,207 n/a n/a n/a n/a n/a n/a
Independent 180,286 95,380 91,669 -88,617 -49.2 -3,711 -3.9
Scotsman 40,950 36,170 35,949 -5,001 -12.2 -221 -0.6
Times 445,478 397,489 399,097 -46,381 -10.4 1,608 0.4
Mid Market
Daily Express 626,911 576,689 572,392 -54,519 -8.7 -4,297 -0.7
Daily Mail 2,057,671 1,946,434 1,941,445 -116,226 -5.6 -4,989 -0.3
Popular
Daily Mirror 1,170,769 1,085,698 1,083,459 -87,310 -7.5 -2,239 -0.2
Daily Record 309,187 281,045 279,758 -29,429 -9.5 -1,287 -0.5
Daily Star 702,220 612,945 610,279 -91,941 -13.1 -2,666 -0.4
Sun 2,812,375 2,594,552 2,581,900 -230,475 -8.2 -12,652 -0.5
Total Daily 9,814,179 8,995,458 8,960,927 -853,252 -8.7 -34,531 -0.4


London Free Papers

London Free Press Aug 11 Jul 11 Aug 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
City A.M 92,745 131,194 128,484 35,739 38.5 -2,710 -2.1
London Evening Standard 700,728 701,280 700,895 167 0.0 -385 -0.1
Metro (London) 763,424 783,981 775,252 11,828 1.5 -8,729 -1.1
Total London Press 1,556,897 1,616,455 1,604,631 47,734 3.1 -11,824 -0.7

Sunday Titles

Sunday Titles Mar 11 – Aug 11 Feb 12 – Jul 12 Mar 12 – Aug 12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Quality
Independent On Sunday 156,571 123,017 122,929 -33,642 -21.5 -88 -0.1
Observer 290,339 249,464 248,380 -41,959 -14.5 -1,084 -0.4
Scotland on Sunday. 53,005 45,382 44,808 -8,197 -15.5 -574 -1.3
Sunday Herald 31,004 n/a n/a n/a n/a n/a n/a
Sunday Times 1,017,461 928,776 924,823 -92,638 -9.1 -3,953 -0.4
Sunday Telegraph 489,508 453,478 453,870 -35,638 -7.3 392 0.1
Mid Market
Sunday Express 589,131 520,327 510,424 -78,707 -13.4 -9,903 -1.9
Mail On Sunday 2,000,114 1,820,257 1,808,896 -191,218 -9.6 -11,361 -0.6
Sunday Post 312,993 276,195 273,730 -39,263 -12.5 -2,465 -0.9
Popular
Daily Star Sunday. 432,795 494,954 469,440 36,645 8.5 -25,514 -5.2
People 596,864 497,860 458,936 -137,928 -23.1 -38,924 -7.8
Sun (Sunday) n/a 2,308,567 2,244,373 n/a n/a n/a n/a
Sunday Mail 380,268 325,054 316,813 -63,455 -16.7 -8,241 -2.5
Sunday Mirror 1,325,691 1,172,184 1,093,290 -232,401 -17.5 -78,894 -6.7
Total Sunday 7,675,744 9,215,515 8,970,712 1,294,968 16.9 -244,803 -2.7
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